10th Annual Gold Awards for Fundraising Excellence

By Sean Norris

Special Event Operating Budget Under $10 Million

Walk for Animals
Massachusetts Society for the Prevention of Cruelty to Animals – Angell Animal Medical Center
Submitted by DaVinci Direct

The Numbers
Total Cost: $17,500
Income Generated: $270,000

Why It Won
Massachusetts Society for the Prevention of  Cruelty to Animals – Angell Animal Medical  Center (MSPCA-Angell) was experiencing a  decline in both revenue and participants for its Walk For Animals event. The solution: Reach as many individuals as possible, in all age brackets, and raise event awareness throughout the entire state of Massachusetts and any states with past donors to the walk.

It was a monumental task, so MSPCA-Angell turned to DaVinci Direct for help. Recognizing a need for a total marketing overhaul, the agency set about  redesigning the campaign from top to bottom. It created 15 media channels— including a new website, two new email templates, newspaper print ads, multiple direct mail pieces, social media templates, and posters to be placed along Boston-area public transit lines—all designed and branded for consistency. The channel assortment was designed to reach a wide audience, with direct mail pieces targeting past-walkers and recent pet adopters, and posters and social media materials targeting younger demographics.

The comprehensive effort paid off. On a budget of just $17,500, the campaign generated $148,658 in donations from the initial mailer and postcard reminder alone. Altogether, the Walk For Animals generated $270,000 and saw increased attendance from the previous year, along with increased website visits and requests for information.